To this day, the ad has amassed over 5 million views on YouTube, and that's offered as a key proof of how good the ad was. But as important as "liking" and "views" may be to entertainment offerings, they are badly flawed measures of advertising effectiveness.
Or as we have put it before, "Buzz ain't biz."
Made of More
Apparently that insight has dawned on the good brewers behind St. James Gate.
These distinctive properties of the beer and the brewer tell you Guinness is probably different from whatever you're drinking. And that's what effective beer advertising does: It gives you product-based reasons to consider switching to the advertised brand. And at the same time delights those who already drink it.
A Happy St. Patrick's Day
This year's Guinness St. Patrick's Day ad continues to separate the brand from its competition, even as it presents a strong responsible-drinking message. Using its distinctive Ireland home, captured in the voices (and brogue) of the young men and women who make the beer, Guinness encourages drinkers to "drink like a brewer" and "respect the beer."